Mother’s Day is right around the corner, and Jergens wants to mark the special occasion.
To do just that, the brand announced the launch of its new “A Mom is a Mom” campaign, which spotlights all mothers.
A key objective of the campaign is focusing on non-traditional and under-recognized mothers, as the labor of being a mother is one done out of love, the company said.
Kicking off with a video, the campaign also looks to capture the personal motherhood journeys of a diverse group of mothers and their families, including an adoptive mother, foster mom, two moms and a transgender mom.
Select mothers also will share personal testimonials about what it means to be a mother.
In order to ensure inclusivity, Jergens worked with such key advocacy groups as GLAAD, Project Race and Voice for Adoption to vet the script and video direction, the company said.